Study On Factors Affecting Third-party Service Recovery Intentions

In real high-interactive service systems, service failure caused by other customer’s misbehavior is inevitable. The companies provide material and spiritual compensation to maintain customer satisfaction, which costs much but the results may not good. But researchers have found that customer’s satisfaction and subsequent intention will increase when they feel other-customer recovery with the employee efforts. Therefore, under the context of service failure caused by other customer misbehavior, the research tried to explore whether three elements of service encounter system would affect other-customer recovery intention, and whether different levels of positive emotional display and speaking tones would affect positive and negative emotions of customers, thus affecting other customer recovery intention.The paper reviewed the theories about service failure caused by other customer misbehavior, service recovery, service encounter and emotional contagion, clarified the research questions and established2research models:(1) how elements of service encounter system affects other-customer recovery intention;(2) how employee efforts affect other-customer recovery intention based on Service Contagion theory. And it also applied experimental methods to gather data, and used SPSS for data analysis. And the conclusions are as follows:(1) Elements of service encounter system have a significant impact on other-customer recovery intention, while customer discouragement has the most strong influence, then employee discouragement, and social norms.(2) There is a significant interaction between a euphemism social norms and customer discouragement.(3)Positive emotional display and communication behavior positively affect other-customer recovery intention.(4) Positive emotion positively affects other-customer recovery intention while negative emotion negatively affects other-customer recovery intention.(5) Positive emotional display and communication behavior can predict the other customer recovery intention, and positive emotion and negative emotion play part of mediating role. Finally, I made discussion about the results and give managerial implications and recommendations to train the employees and set the social norm logos. Then I pointed out the limitations and future research directions about the research.